Special Olympics 50th Anniversary April 11, 2017

We have the perfect pivot point to reframe our movement message. 1968-2017 2018 & Beyond A transformative movement driven by people with intellectual disabilities, to spread joy, courage, and friendship with the world. SPECIAL OLYMPICS 50th ANNIVERSARY Training & competition for people with intellectual disabilities.

A picture paints a thousand words It’s Time For Special Olympics Version 2.0 Our next chapter will feature marketing that reframes our message: A messaging emphasis on radical inclusion A digital/mobile first approach A focus on deep relationship building Positioning ourselves as more than a charity A focus on immersive experiences We need to awaken the joyous rebellion at the core of our movement. A picture paints a thousand words Use the Picture and Caption format to create strong compelling slide like this. Don’t’t forget to caption where possible. For best effect crop the image to fill the placeholder. 3 / Special Olympics

Our 50th Anniversary Celebration Marks

Special Olympics 2.0 Overview Our End Goal ENDING DISCRIMINATION AGAINST PEOPLE WITH INTELLECTUAL DISABILITIES Business Objectives RAISE $100M & ENGAGE 100M PEOPLE Marketing Objectives SHIFT PERCEPTIONS OF SPECIAL OLYMPICS AND PEOPLE WITH INTELLECTUAL DISABILITIES RADICAL INCLUSION THROUGH SPORT (Bring people together with actionable activity that creates inclusion) Brand Essence & Action Brand Line To come in June. Communicating the need for athletes to receive levels of fitness, skill, and health; Celebrating when those milestones occur. Inclusive Sport & Health Unified Generation Athlete Empowerment Pillars Five-year fundraising campaign Our Tools Multiyear, multichannel marketing campaign.

$100M Dollars & 100M People Fundraising & Engagement Opportunities for Programs, Regions & SOI Funding to Support Scope & Scale

OPERATE TODAY, SECURE THE FUTURE 40% Annual Fund 60% GameChanger Investment Fund DONOR FLEXIBILITY Regions Pillars Other Restrictions Unrestricted

OPERATE TODAY – SECURE THE FUTURE Program Collaboration OPERATE TODAY – SECURE THE FUTURE 40% Annual Fund 60% GameChanger Investment Fund DONOR FLEXIBILITY Regions Pillars Other Restrictions Unrestricted Sales Materials to Meet Your Program’s/Region’s Needs Collaborative Low Donor Opportunities Digital Activations to Build Revenue & Donor Base Events: Chicago 2018 Corporate/Foundation/ Strategic Gifts/Events 8 / Special Olympics

50th Anniversary Concert Global Day of Inclusion 50th Anniversary Chicago Event Calendar Tuesday 17th July Unified Football Cup Divisioning/ Group Stages Wednesday 18th July Unified Football Cup Group Stages Thursday 19th July Friday 20th July Unified Football Cup Semi Finals & Finals Saturday 21st July 50th Anniversary Concert Global Day of Inclusion

Divisioning/ Group Stages Special Olympics Unified Football Cup Tuesday 17th July Divisioning/ Group Stages Wednesday 18th July Group Stages Thursday 19th July Friday 20th July Semi-Finals & Finals 24 Teams 2 Divisions for men, 2 Divisions for women Engage professional teams International Champions Cup Tie-In 24 Teams (8 Women’s, 16 Men’s) 2 Divisions for Women, 2 Divisions for Men Each team’s travel and kit supported by a Federation, Professional Club or other donor Hosted by Chicago Fire MLS team Seeking tie-in with International Champions Cup

Eternal Flame of Hope & LETR Torch Run Symbol of Special Olympics spirit Permanent legacy of the 50th celebrations High profile location and sculptor Lighting ceremony and Torch Run

Signature 50th Anniversary Concert A-level celebrities Raise money Reach a global audience

Global Day of Inclusion (July 21, 2018) Honor the past at Soldier Field Look to the future – Play Unified Engage with Athletes from 1968 and present day Raise awareness and educate Only for 2018 - Starting this year Eunice Kennedy Shriver Day will move to 20 July 2017 and continue in 2019 and beyond on 20 July

2017 2018 2019 2020 2021 Quiet Phase Launch Sustain Ongoing Major Donor and Corporate Solicitation May –Sales Packet Arrive at Regional Offices Jun – Share marketing campaign and begin training Jul– Celebrate Champions Month (US Corp Pilot, Digital Tie-in) Jul –move Eunice Kennedy Shriver Day to 20 July Jul – Announce 50th Plans publically Jul-Sep - Digital Donor Acquisition Campaigns Nov- Mid Level Donor Cultivation (Int’l Digital – 360 Experience) Jan- Campaign Webpage Active Jan- Davos World Economic Forum Jan -Digital Countdown to the 50th (Int’l Monthly Give-Aways) Jan- Golden Globes Campaign Jan-Wearable Launch (Int’l Low Level Entry Point) Mar-MENA Games (Pre-Games) Mar-Guinness Book of World Records Digital Activation (Int’l) Apr- “It Takes 3 Minutes” Pledge: Inclusion “Pledge” Corporate and Digital Activation (Int’l) Apr- Major Donor Experience (SOAfrica) Jun-Mid Level Donor Cultivation (Digital – 360 Experience) Jun- SO Past and Future Digital Activation July – USA Games and Digital Activation Seattle July-Chicago 50th Events and Digital Activation Aug-Sept – Acquisition(Int’l) Ask public to take the “What Are Your Chances Challenge” online Sept- Major Donor Experience (Location TBD) Nov- Mid Level Donor Ask (Int’l Digital – 360 Experience) Dec - VR 50th and AVSC Anniversary Celebrations Jan-2018 Digital Recap Campaigns Mar-World Games Digital Experience Mar -Abu Dhabi World Games May-Jun- Major Donor Experience (Location TBD) July- Hyannis Port Engagement July- First of Next 50 Years Digital Campaign Q1- World Winter Games Dec- Campaign End Celebration (Location TBD)

2017: Program Call to Action 1. Call, e-mail, or text when you have stories, pictures, videos or opportunities 2. Engage your regional presidents or managing directors for any special events or initiatives 3. Think big when it comes to potential regional and/or global partners, donors & foundations 4. Share this presentation with your Program board of directors 5. Partner with SOI to raise $100M May: Review digital and hard copy campaign packages                                June: Identify 1-2 potential international or regional corporate partners within your Region July: Use the digital toolkit to execute digital giving month initiative (US) Aug-Sep:  Digital Acquisition – Ask public to take the “What Are Your Chances Challenge” online (International) 6. Partner with SOI to engage 100M people Use current Special Olympics hashtags: #PlayUnified #SpecialOlympics #ChangeTheGame #UnifiedGeneration #InclusiveHealth #LETRforSO #Rword Stay tuned for marketing assets and language coming in July! 7. Partner with SOI to celebrate the 50th anniversary - Celebrate “Global Day of Inclusion” by conducting a unified event on July 21, 2018 - Consider sending a representative to be part of the celebrations in Chicago

Thank you!